Post on 15-Jul-2015
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VODAFONE ESSAR'S ADVERTISING STRATEGY
The 'Zoozoos' Campaign
ARUL SHANO
JEGAN
RAJESH
It’s Your Place..
Vodafone Group
5
The communications leaders in
an increasingly connected world
16 April 2013
Vodafone -
It’s Your Place..
across 30 countries
Vodafone Group
6
served by 79,000 employees (31
Mar 09)
315 million proportionate customers
Vodafone majority owned
Partner Markets / Subsidiaries
16 April 2013
Vodafone
Agenda
Background and Introduction
Need identification
Segmentation, Targeting, Positioning
Pricing, Packaging, Price, Distribution, Advertising Strategy
What went wrong, what could have been done better
Current situation
Learning
Background
Vodafone entered India in December 2005
Acquired 10 percent stake in Bharti Ventures Limited
(Bharti Airtel)
Successfully rebranded 'Hutch' as 'Vodafone„
Vodafone Essar started expanding its presence in
India
Rebranding included
“Change is good...” Baseline - “Hutch is now Vodafone”
Earlier Campaigns : Happy to help, Friend circle,
Cheaper SMS, „Amar Chitra Katha‟ Alerts
Days before Zoozoo
„Pug‟ was the mascot for vodafone
Taken over from Hutch
IPL 2008 had Vodafone going in Pug for its „Happy
to Help‟ service
Need identification
Value Added Services of Vodafone needed more
promotion
ZooZoo was the perfect way to spread awareness
VAS is considered a cash cow for cellular companies
IPL season 2 had lot of scope to be taken
advantage
Introduction
Zoozoos: Advertisement characters promoted by
Vodafone during the India Premier League Season
2 (IPL)
Campaign to communicate the VAS offered by the
company
The ads were created by Ogilvy & Mather, an
agency under Executive Creative Director, Rajiv
Rao, South Asia.
Making of Zoozoo
Prakash Verma of Nirvana Films
Filmed in South Africa with local crew
Movement, Talk, Gestures, Emotions, Costume
designs and artwork
3 weeks pre-production and 2 different fabrics
Alien (ZooZoo) Design
2 designs were considered
Fat potato head
Slim Version with bigger face
Egg head version finalised
Characterization: Leads simple lives, emotes like humans
Talk Gibberish
Simple, Silly, Funny, Adorable
Big Frowns, Hearty Laughs, Grins
Costs
Animations 10-15 times costlier than real people
ZooZoos had low cost costumes, real people
Speedy Schedules
30 advertisements cost only Rs 3 Crores
20-30 sec long
ZooZoo name nowhere in commercial
Massive Viral Marketing
SWOT Analysis
STRENGTHS:
Campaign penetrated both in the media as well as in
social networking sites
Was representation of a common man depicted as a
cartoon character ZOOZOO
Wide media coverage, more precisely through video
Easy and cheap animation leading to low production
cost
No celebrity endorser - No associated risks and
costs
SWOT Analysis (cont…)
WEAKNESS:
Had an undermining effect on the brand Vodafone
Difficulty in understanding faced by rural
population
SWOT Analysis (cont…)
OPPORTUNITIES:
Revolution in the conventional way of advertising that was through public figures and celebrities
Low advertising cost leading to provision of cheaper services
IPL Season 2 expected to have good TRP‟s
THREATS:
A major intimidation to the brand VODAFONE
Ads could get lost in major marketing war during IPL
BCG matrix
• SMS and Calling Service • GPRS and Internet Service
• Value Added Service
• MMS Service
Segmentation
ZOOZOO - A cartoon character which represented
common man
Segmented basis on types of services used
Urban and Rural region customers were seperated
out
Targeting
Targeted customers who would use VAS services
Different kinds of VAS services were offered for
different kinds of customers
Urban customers were more in focus
Advertising - TVC
About 30 different TVCs for VAS including -
Cricket alerts, beauty alerts, phone backup,
Chota Credit, Vodafone Maps, Vodafone call
filter, Live games, Musical greetings etc.
20-30 seconds ads
with the message
about the VAS. And
ending with “Make the
Most of Now”
Advertising - Internet
Dedicated microsite – “What kind of Zoozoo are
you?”
Downloadable Ringtones, wallpapers, screensavers
and videos
Facebook – aimed at building a community
Themes for advertisement
Magic Box
Stock Alerts
International Roaming
Bhakti Saagar
Busy message
Dating Tips
Voice SMS
Fashion Tips
Recharge Anywhere
Ringtone
Group SMS
Call Divert
Background Music
Exam Results
Beauty Tips
Phone Backup
IPL commentary
Cricket Alerts
IPL contests
Chotta Credit
Maps Live
Call Filter
Live Games
Musical greetings
Start of the match
Persuasion Matrix for Zoozoo
Persuasion Matrix helps marketers see how each
controllable element of their ad interact with the
consumer‟s response process
Promotional Planning :
Comprehension/Receiver - Television audience
Attention/Source - Zoozoo
Presentation/Channel – TV Commercials
Yielding/Message - The different ads
What kind of Zoozoo are you?
Pricing and Promotional Offers
Offers like providing Cricket Alerts, Beauty Alerts,
Phone Backup, Chota Credit, Maps, Call Filter were
provided
All these services were at affordable prices, some
around 30 Rs per month
Distribution
These services were started in all circles by
Vodafone at one go
Zoozoo campaign was in place with all distributors
in super quick time
Viral Marketing
Vodafone was successful in effort of viral marketing
Strategy captured imagination of millions across the
country
Every age group was interested in the ad and the
related VAS products
Success
ZooZoos dominating social networking sites
Created Strong Association
Wallpapers, emoticons, ringtones, videos, contests,
pictures, stories etc
Videos had 3million hits in 3 weeks
Most watched viral video for 2 weeks
Youtube ad downloads
IPL Impact
85% of most visible brand on screen
Hit in both the weeks
Most watched brand in breaks
Others were Airtel, Lifebuoy, Airtel Broadband
Internet
Vodafone – 15% of commercial ads
Havells – 8%, Airtel and Idea – 7% each
The telecom battle
Bharti Airtel, Idea are biggest competitors
Airtel launched „My Airtel My Offer‟ with
Madhavan and Vidya Balan
Idea launched „Walk when you talk‟ with Abhishek
Bachan
Current market scenario
ARPU at a very low point
Minimal Call and other services rate
Competition in this sector
Frequency of Zoozoo ads reduced
Zoozoo Merchandise
What could have been done better ?
Zoozoos becoming more popular than the network
itself
Messages written in text in the end - difficult to
comprehend for viewers from semi urban and rural
areas
Avoid hammering different products in short span
Phased release of each storyline to promote
different offers
Some Number Crunching
Vodafone reports on at end of Q1 FY10
Vodafone India added 7.68 million subscribers in
the quarter
ZooZoo advertisements helped Vodafone to
increase its customer base by 3.8% in Q1
Vodafone reported an increase of 23 percent in
revenue at constant exchange rates
Learning's
Low cost ads can make good impact
Concept is important
Expensive Brand Ambassadors could be avoided
Ads more relate to common man
Most Importantly
‘Keep it simple’
T
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K
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ARUL
SHANO
JEGAN
RAJESH
SHANO